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Network Delivers More than 25M SMS Coupons at the Pump

Shell, ConocoPhillips participating in digital mobile coupon network.

May 2, 2009, 08:00 pm

SANTA MONICA, Calif. -- Out of home digital networks are going interactive. A number of advertisers including Carl's Jr., Redbox (a DVD rental kiosk company) and Universal Pictures, are combining digital ads at the gas pump with mobile coupons. A Santa Monica, Calif.-based company called Outcast launched its mobile platform in March 2008. Since then, the fuel pump network in nine markets has delivered more than 25 million SMS (short message service) coupons.

Viewers at the gas pump participate in the mobile campaigns by responding to test message calls to action or by entering their mobile number online in order to download content, register for sweepstakes, or receive customized coupons, even driving directions.

According to Outcast, average redemption rate has exceeded 25 percent.

Outcast currently operates its digital network on about 5,500 screens at Shell and ConocoPhillips gas stations in Chicago, Los Angeles, Miami, Minneapolis, New York, Philadelphia, San Diego, San Francisco, and Washington, D.C. In addition, it operates a network of screens at other retailers including Walgreens, Sears, Kmart, Albertsons, Stop N' Shop and others.